Shropshire Star

Fair Deal For Farmers: Local lamb hailed by consumers in France

Farmers in Shropshire and Mid Wales produce some of the best lamb in the world – and its reputation is rapidly spreading across the English Channel after it won a prestigious award.

Published

French shoppers recently voted a cut of British lamb which is commonly produced in our region as the best butchery product in the Meilleur Produit de l'Année, which celebrates the best in world farm produce.

France is an increasingly important export market for our region's sheep farmers, earning valuable revenue for the local economy.

  • See our directory of businesses that support our region’s farmers at shropshirestar.com/farmers

  • Keep up with all of the campaign news at shropshirestar.com/fair-deal-for-farmers

Last year the UK exported about 43,000 tons of lamb to France, accounting for about a quarter of the French market.

The winning product was the Quality Standard Mark lamb cannon, which was voted best product in the butchery category in the competition.

Thousands of French shoppers had voted in the competition, and the loin cut was voted highest when it came to value for money, presentation, satisfaction rating, likelihood of a repeat purchase and recommendation.

The cut is boned, prepared, rolled and then vacuum-packed.

The Quality Standard Mark guarantees it has been produced to high standards within a fully assured supply chain, independently inspected at every stage.

County adviser for NFU Shropshire, Jonathan Evans, said it was a huge achievement and a great honour for our farmers.

Mr Evans said: "This is brilliant news for Shropshire livestock farmers and the wider industry and demonstrates the high quality of British produce.

"This accolade shows how a dynamic approach is important to ensure customer needs are met in the modern, busy world in which we live."

Craven Arms sheep and beef farmer Rob Alderson, who is the NFU's regional livestock board chairman, added: "I believe we have a great product which we should be proud of and it is fantastic to see this recognition from the French public.

"This is yet another example of the great quality product Shropshire farmers and those further afield are delivering – and exactly why the British public want to see more local produce made available on their own shop shelves. We are proud to produce quality, tasty and affordable food while looking after the environment and adhering to world-class welfare standards.

"I'd also like thank people for backing British farming and would also urge them to get behind the Shropshire Star's Fair Deal for Farmers campaign."

Mr Evans was part of a livestock delegation to Paris earlier this year looking at increasing exports of British produce in France.

He was invited by Clive Brown of the Agriculture and Horticulture Development Board (AHDB) to attend the Salon International d'Agriculture in Paris.

"I saw and heard more about the work being done to promote Shropshire, West Midlands and British produce in France," said Mr Evans.

"All of this work is important for us to continue being France's largest supplier of sheep meat and also to help grow the export market for our UK beef.

"Shropshire farmers who are part of the NFU West Midlands livestock team are dedicated to ensuring members' views at a grass roots level are captured."

Remi Fourrier, AHDB export manager for France, said: "We are delighted the French have voted for this Quality Standard Mark product from Great Britain in such a resounding way.

"This type of public endorsement for British meat is unprecedented in France but it reflects an awful lot of hard work which is done each day behind-the- scenes by AHDB in both France and the UK.

"The winning product is innovative, fits into the modern lifestyle but, most importantly, is tender and tasty."

French consumers also buy 10,000 tons of British beef every year.

Join our campaign – and highlight how you place the produce of Shropshire and Mid Wales in the shop window.

  • See our directory of businesses that support our region’s farmers at shropshirestar.com/farmers

  • Keep up with all of the campaign news at shropshirestar.com/fair-deal-for-farmers

You might be a butcher, baker, deli or even a florist. You may run a restaurant, pub or cafe. Or you may sell your wares at fairs or farmers markets.

As long as you use produce made by farmers in our region, you can be included.

The Shropshire Star will create an online directory of businesses that support our farmers.

And we will send you a Fair Deal for Farmers window sticker that you can display to your customers.

It is easy to get involved:

Send an email to us at: newsroom@shropshirestar.co.uk

Write to: Fair Deal, Shropshire Star, Ketley, Telford TF1 5HU

We need to know your name, the name of your business and its address and how you support farmers – please also name farms you support and the produce you either sell or serve up.

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